Say goodbye to one of the most prominent beauty slogans you probably have chanted. After 60 years, COVERGIRL is ditching they're famous, "Easy, Breezy, Beautiful, CoverGirl," expression in exchange for a cutting-edge modern phrase. Whether you're a fan of their LashBlast Volume Waterproof Mascara to give your lashes an extra flare or an enthusiast for the longlasting Outlast Longwear Lipstick, don't worry these products are staying the same! **Wipes sweat off forehead**
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On Tuesday, the cult-craze brand took a stand with the new captivating mantra, " “I Am What I Make Up." With a powerful new motto, the vision is to inspire consumers to embrace their unique beauty and unapologetically use makeup in their own way. In celebration of the news, the well-respected cosmetic brand posted a photo with the new image and expression saying, "We believe makeup is a tool and a toy and we're here to play and slay all day, every day. We have lots more coming for you so stay tuned COVERGIRLS!"
In true modern-day fashion, within hours many followers shared their gratitude with tons of "Yasss's" and heart face emojis approving the new phrase.
You're probably wondering why the significant change, right? Well, Ukonwa Ojo, SVP of COVERGIRL said, "COVERGIRL has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people. This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup."
The brand has always embraced diversity throughout their campaigns, and this is just one more gold star to add to their accomplishment board. You may remember the iconic name featuring Latina spokesmodels such as Becky G, Sofia Vergara, Jaslene Gonzalez and more.
Over the past years, COVERGIRL has introduced new brand ambassadors like Ayesha Curry, Katy Pery, Issa Rae, James Charles (the first male model), Maye Musk (who's 69), Nura Afia (Islamic beauty blogger ), Janelle Monáe and more. With more women empowering themselves and each other to be their own kind of beautiful -- the brand's new slogan is right on time. The latest Latina to lead the pack is Massy Arias, whose among a group of phenomenal diverse faces to represent the next generation of beauty. After all, there is no one way to be beautiful!